LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
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The Science of Social Media: Social Network Analysis On Facebook Bernie Hogan (@blurky) Research Fellow Oxford Internet Institute Localsocialsummit 10.11.11
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This talk gives a brief overview to thinking in networks, and how the clusters and patterns of these nets can inform our ways addressing behaviours on social media. I briefly cover some of the good news and bad news from Facebook research. On the positive side, people who engage the site feel more connected to the wider world and have a better sense of social resources. On the negative side, having all of one's friends on a single site flattens self-presentation into one-size-fits-all identities that can led to social faux pas, self-censorship and social sanctions.
Transcript of LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
The Science of Social Media: Social Network Analysis On Facebook
Bernie Hogan (@blurky)Research Fellow
Oxford Internet Institute
Localsocialsummit10.11.11
Source: http://station.woj.com/2011/07/unfacebook-world.html
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Why Haven’t Networks Caught on?
Or have they?
http://www.flickr.com/photos/stevewilhelm/5406776138/sizes/l/in/photostream/
Red: Professional / OII
Orange: Professional
Yellow: Undergraduate
Violet: Current College
Purple: Family
Teal: High School
Navy: Oxford Social
Cyan: High School 2
Forest: Internship
Green: Grad School
NameGenWeb
The Real Answer
• People don’t know what to do with a network.
• People don’t know how to read a network
...and so - we let Facebook read and do for us.
Source: http://www.flickr.com/photos/briansolis/2696198607/
Having two identities for yourself is an example of a
lack of integrity
Hometown
Family
Sports
Co-workers
Neighbors
Modern Life Facebook
Friends
Friends of Friends
Everyone
“Bolivar”
Anonymous Friends
Hobby group
Oxford Friends
Ex-students
Foreign friends
The Lowest Common Denominator in Action
October 2010 October 2011
Google and Facebook would have you believe that you’re a mirror, but we’re
actually more like diamonds...Look from a different angle, and you see
something completely different.
Source: http://www.flickr.com/photos/eogez/3289851965/
Thank YouBernie Hogan
Research Fellow, OIIhttp://people.oii.ox.ac.uk/hogan
Twitter: @[email protected]
Hogan, Bernie. 2010. “The Presentation of Self in the Age of Social Media: Distinguishing Performances and Exhibitions Online.” Bulletin of Science, Technology & Society 30(6): 377-386.
Hogan, Bernie. 2010. “Visualizing and Interpreting Facebook Networks.” In Analyzing Social Media Networks with NodeXL, eds. D Hansen, Marc A Smith, and Ben Shneiderman. Burlington, MA: Morgan Kaufmann, p. 165-180.
Brooks, Brandon, Howard T. Welser, Bernie Hogan & Scott titsworth. 2011. “Socioeconomic Status Updates: Family SES and emergent social capital in college student Facebook networks.” Information, Communication & Society (OnlineFirst): 1-21.
Leveraging Facebook Networks
• Queries:
• Number of friends.
• Most mutual friends.
• Analysis:
• Number of groups
• Links:
• Friends of friends
When does it matter?
• Aral and Walker (2010) - Most return on recommends: personalized messages, best return - spam your friends.
• Burke, Kraut and Marlow (2010) - Active participation garners social capital.
• Steinfeld, Ellison and Lampe (2008) - Facebook users accrue social capital over time, and more than non users.
